M E M O R A N D U M - Jacksonville



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OFFICE OF THE CITY COUNCIL

Annette R. Hastings 117 WEST DUVAL STREET, SUITE 425

TDC EXECUTIVE DIRECTOR 4TH FLOOR, CITY HALL

OFFICE (904) 630-7625 JACKSONVILLE, FLORIDA 32202

FAX (904) 630-2906

E-MAIL: ANNETTEH@`

May 24, 2011

5:30 p.m.

Duval County Tourist Development Council

TDC Minutes

May 19, 2011

Conference Room A, Fourth Floor, Suite 425

City Hall @ St. James

Meeting Convened: 10:05 a.m. Meeting Adjourned: 11:25 a.m.

Council President John “Jack” Webb

(Early departure 10:30 a.m.)

Council Member Michael Corrigan

Council Member Ronnie Fussell

Sonny Bhikha

Julie Dion

Henry Fonde

MG Orender

David Potts-Excused

Fred Pozin

Annette R. Hastings, Executive Director

Janice Billy, Assistant Council Auditor

Phillip Peterson, Council Auditor’s Office

Jim McCain, Asst. General Counsel

Daniel O’Byrne, President, Visit Jacksonville

Others Present:

Mya Surrency, Visit Jacksonville; Kim Ritten, Visit Jacksonville; Lyndsay Rossman, Visit Jacksonville;

Julie Lyons, Office of Special Events; Michael Bouda, JEDC; Max Marbut, Daily Record; Dan King, GM, Hyatt Regency; Donald Harris, GM, Jacksonville Airport Fairfield Inn & Suites; David Reese, FFCG President; Sharon Cobb, UNFIT Writers Conference Director; Dean Veremakis, OMSA President.

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Call to Order:

Chair, Jack Webb, called the meeting to order at 10:05 a.m., noting the presence of a quorum. Chair Webb stated that he had to leave early, due to a business related matter, and that Council Member Fussell would assume the Chair in his absence.

Review of Minutes;

The minutes from the TDC Meeting of February 17, 2011, were distributed for review. As no changes were suggested, it was moved and seconded that the minutes be approved as submitted. Approved 8 -0.

Presentation:

Chair Webb presented a framed resolution from the Jacksonville City Council designating May 13-20, 2011, as Travel and Tourism Week in Jacksonville, to Daniel O’Byrne, President of Visit Jacksonville.

Visit Jacksonville Presentation:

Mr. Dan King, Visit Jacksonville Board Chairman and Mr. Donald Harrison, Immediate Past Chairman, made a PowerPoint presentation to the TDC for additional funding for Visit Jacksonville. The presentation covered the following;

➢ TDC History of Support

➢ Hotel Industry & Related Businesses Performance Indicators

➢ Industry Momentum & Competitiveness

➢ TDC Support Requests:

o Fund remaining 5% of 2010/2011 Marketing Initiative

o Reserve another $100K in Convention Grant funding to close as much business as possible in the next 90 days

o Provide $200K Business Development Fund for immediate implementation

➢ 5% ($219,000.00) Marketing

o Jacksonville Sings UNF

o Neighborhoods Marketing Initiative

➢ $100K Convention Grants

o “Cash for Contracts” Phase II (next 90 days)

➢ $200 Business Development Fund

o Outline of Initiatives Awaiting Funding for Immediate Implementation

➢ Summary: 3 Separate Requests :

o 2nd 5% FY 2010/2011 TDC Marketing Initiative ($219K)

o Additional $100K reserved from Convention Grant Fund for 90 day sales push

o $200K for immediate jump start of key Visit Jacksonville business development initiatives

Discussion:

➢ Chair Webb inquired regarding the timeline for action of Visit Jacksonville funding request. Mr. King stated they were asking for action to be taken today.

➢ Mr. Pozin asked Ms. Billy about the TDC cash flow.

➢ Mr. Pozin said the plan was not specific on $419,000.00 request for funds. Mr. O’Byrne said they could come back with a solid plan to present to the TDC.

➢ Mr. Pozin stated concerns over the budget and that Visit Jacksonville house was not in order when it came to staff expenses and budget for marketing. Mr. O’Byrne stated that could be addressed in Visit Jacksonville’s budget in the next fiscal year.

➢ Mr. Pozin recommended that Visit Jacksonville come back with a solid plan to address the marketing and administrative staff costs.

➢ Mr. O’Byrne stated it would not be a problem to get a specific marketing plan for the funding request back to the TDC in June.

➢ Mr. Bhikha stated the funding was needed now in order for Mr. O’Byrne to have the tools to get the job done. Mr. Bhikha asked Ms. Billy if the funding would come out of contingency. Ms. Billy stated that was correct.

➢ Mr. Fonde stated that the media was misleading about the recovery and there was not another solution but marketing in order to increase the bed tax and a convention center long term.

➢ Council Member Fussell noted the funding request should be conditional on deliverables as well as Visit Jacksonville getting its fiscal house in order. Mr. Fussell recommended coming back to the TDC in 30 days with a specific marketing plan for allocation of funds showing capital vs. operating expenses.

➢ Council Member Corrigan was in favor of coming back in 30 days with a specific plan and wanted the $100,000.00 (“Cash for Contract” Phase II) to be used with in 90 days or the funds rescinded.

➢ Chair Webb stated that he would call a special meeting of the TDC prior to June 30, 2011, to address the concerns and recommended tentative approval of the funding as presented with conditions that Visit Jacksonville would come back with a specific marketing plan and plan to reduce operating costs.

➢ A motion was made and seconded for tentative approval of the three (3) funding requests of 2nd 5% FY 2010/2011 TDC Marketing Initiative ($219K); additional $100K from Convention Grant Fund for 90 day sales push; $200K for immediate jump start of key Visit Jacksonville business development initiatives; conditioned on and subject to limitation to Visit Jacksonville submitting a specific plan for marketing and addressing reduction of operating costs for approval at a special TDC meeting to be called within the next 30 days, but not later than June 30, 2011.

➢ Mr. McCain stated for the record the additional 5% for marketing would be addressed in an amendment to the current contract with Visit Jacksonville.

TDC Action:

A motion was made and seconded for tentative approval of the request subject to 30 days response by Visit Jacksonville of a specific plan to be approved at a  special TDC meeting to be called to   address funding no later than June 30, 2011. The approval for funding will be conditioned on  Visit Jacksonville presenting  a specific plan  for how the $200K will be spent; specific plan on $100,000.00 “Cash for Contracts”  to be  used with in  90 days; specific plan  showing reduction of operating costs; additional 5% in the amount of $219,000.00, subject to amendment of contract and specific plan  for marketing and reduction in operating costs. Approved 8-0.

Application Presentations:

1. Florida/Georgia Football Classic Weekend 2011

Presenter: Mr. Michael Bouda, JEDC

Date: October 26-29, 2011

Location: Everbank Field/Surrounding Areas

Grant Amount: $90,000.00

Room Nights: Guarantee 20,000 @ $4.50 per room night

Project: 24,000 Regional Overflows

Funds Use: Marketing/Advertising/Banners

Student Sideline Safety Zones

Discussion:

➢ Mr. Michael Bouda, JEDC, made the presentation of behalf of Theresa Price, Manager of City of Jacksonville Special Events. Mr. Bouda stated this was the first year in a new six year contract for the City of Jacksonville with the University of Georgia and University of Florida. Mr. Bouda noted that the six “student sideline safety zones” were part of the contract and the responsibility of the City to fund.

➢ Council Member Corrigan asked if this was the normal allocation for the event. Ms. Billy stated it was and would be incorporated in the FY 2011-2012 budget.

➢ Mr. Pozin asked if any further request for funding would be forthcoming related to Florida/Georgia. Mr. Bouda stated no additional funding would be sought from the TDC.

➢ Being no further discussion, a motion was made to the approve grant amount of $90,000.00 as presented. Ms. Billy stated that the $90,000.00 would be built into the budget and incorporated into next year’s budget for FY 2011-2012.

TDC Actions:

A motion was made and seconded to approve a maximum award grant of $90,000.00 per documented room nights. The funds are to be used for marketing, stadium banners, and student sideline safety zones and the funds are to incorporated and encumbered out of the TDC Budget FY 2011-2012. Approved 7-0.

2. University of North Florida (UNF) Writers Conference 2011

Presenter: Ms. Sharon Cobb, UNF Writers Conference Director

Date: August 4-7, 2011

Location: UNF University Center

Grant Amount: $2,000.00

Room Nights: Guarantee: 180 @ $11.12 per room night

Project: 200 @ $10.00 per room night

Room Night Rebate: None

Funds Use: Advertising Publication, Social Media, Website

Discussion:

➢ Ms. Sharon Cobb, Director for UNF Writers Conference, made the presentation. Ms. Cobb stated the conference was first held in 2009. The conference attracts fiction and non-fiction writers, poets, and screenwriters from over the USA. Funding is needed in order to grow and promote the conference to attract out of town writers.

➢ Mr. Bhikha noted the projected and guaranteed room nights were below 300.

➢ Mr. Pozin stated that the per room night dollar amount of $10.00 was high for amount of funding requested.

➢ Council Member Corrigan made the recommendation that the funding come out of the CVB Grant Fund FY 2011-2012 instead of the TDC Grant Fund.

➢ Mr. O’Byrne was in agreement that the funding should come out of CVB/ Visit Jacksonville funding.

➢ Being no further discussion it was the recommendation of the TDC that the grant amount of $2,000.00 would come out of the CVB Grant Fund 2010-2011 and not the TDC Grant Fund 2010-2011.

TDC Action:

A recommendation was made to have the funding in the amount of a maximum award of $2,000.00 for the for UNF Writers Conference be encumbered out of the CVB Grant Fund 2010-2011, with documentation of room nights and condition that the funds be used as presented in the application. Approved 7-0.

3. 52nd Orders & Medals Society of America Annual International Convention

Presenter: CAPT USNR (Ret) Dean Veremakis, OMSA President

Date: August 14-17, 2011

Location: Hyatt Regency Jacksonville Riverfront

Grant Amount: $2,500.00

Room Nights: Guarantee: 500 @ $5.00 per room night

Project: 575 @ $4.35 per room night

Room Night Rebate: None

Funds Use: Marketing/Advertising

Discussion:

➢ Dean Veremakis, OMSA President, made the presentation for OMSA. It was noted that the conference was held in Jacksonville in 2008 and Jacksonville was chosen as the location again for 2011. Many attendees come from Australia, Europe, and Canada, and will be doing extended vacations after the convention.

➢ Being no further discussion a motion was made to approve the grant award as presented.

TDC Action:

A motion was made and seconded to approve a maximum award grant of $2,500.00 at $5.00 per documented room night with the condition that the funds be used for national/regional marketing. Approved 7-0.

4. Florida First Coast of Golf Tourism Regional Marketing Cooperative

Presenter: David Reese, President, Florida First Coast of Golf (FFCG)

Date: FY October 1, 2011-September 30, 2012

Location: First Coast Region

Grant Amount: $128,717.00

Room Nights: Project: 24,906 @ $5.17 per room night

Funds Use: Year-Round Leisure Golf Marketing

Discussion:

➢ Mr. David Reese disturbed the FFCG quarterly report to the TDC which covered bookings of rounds and rooms, advertising response, website statistics, e-mail program, newsletter, media equivalencies, metrics, and PLAYERS FAM. Mr. Reese stated that golf business was up 8% in Duval County.

➢ Mr. Reese made the presentation on behalf of Florida’s First Coast of Golf. Mr. Reese said they are asking for a 5% increase over funding in FY 2010-2011 due to increased advertising campaigns. FFCG partnered with four (4) other counties, and has also proposed a 5% increase in funding for FY 2011-2012 from St. Johns, Flagler, Nassau, and Clay counties. In addition, FFCG is asking for a 16% increase from the private industry. Mr. Reese noted that FFCG Tourism Regional Marketing Cooperative is a private/public partnership.

➢ Mr. Reese gave an overview return on investment (ROI) from FFCG Tourism Regional Marketing Cooperative for FY 2011-2012.

➢ Mr. Bhikha asked for clarification in report regarding calculation of the fifteen golf courses and how many were in Duval County. Mr. Reese stated there were six in Duval County and the data reported was specific to Duval County.

➢ Ms. Billy stated the funds would be incorporated in the TDC Budget FY 2011-2012.

➢ Being no further discussion a motion was made and seconded to approve the grant amount of $128, 717.00 with conditions.

➢ Payments are to be disbursed in four quarterly payments with submission of invoices in October, January, April and July for FY 2011-2012.

➢ Grant funds are to be used for Florida’s First Coast of Golf Tourism Regional Marketing Cooperative FY 2011-2012.

➢ The Duval County Tourist Development Council (TDC) is to be presented with quarterly reports that include a reporting for rooms and rounds of golf booked, international visitors, and listing of participating Duval County hotels and golf courses.

➢ Yearly independent audit report submitted to Council Auditor.

➢ Visit Jacksonville Monthly Tracking Golf Travelers Room Night Report

➢ Funds are to be incorporated and encumbered out of the TDC Budget for FY 2011-2012.

TDC Actions:

A motion was made and seconded to approve a maximum award grant of $128,717.00. Payments are to be disbursed in four quarterly payments with submission of invoices in October, January, April and July for FY 2011 -2012. The funds are be used for Florida’s First Coast of Golf Tourism Regional Marketing Cooperative FY 2011-2012. Conditions of the grant are that the Duval County Tourist Development Council (TDC) is to be presented with quarterly reports that include a report with room nights and rounds of golf booked including international visitors, listing of Duval County hotels and golf courses, and a yearly independent audit report submitted to Council Auditors. Visit Jacksonville is required to track and report monthly golf travelers room nights. The funds are to be encumbered out of the TDC Budget for FY 2011-2012. Approved 7-0.

5. Encumbrances CVB Grant Fund 2010-2011

Total Encumbrance Grant Amount: CVB Grant Fund FY 2010-2011 $38, 435.00

Use of CVB Grant Funds for Encumbrances:

Marketing, Promotions, Welcome Reception, or Meeting Room Rental

Presenter: Kim Ritten, Visit Jacksonville

Event: EIS National Sales/Supplier Fair 2012

Amount: $5,000.00

Room nights: 900/Hyatt Regency

Date: January 21-24, 2012

Event: Florida General Baptist Annual Conference 2012 .

Amount: $4,500.00

Room Nights: 1,125/Hyatt Regency

Date: April 1-6, 2012

Event: Encore Research Group

Amount: $600.00

Room Nights: 60/Hyatt Regency

Date: November 3-6, 2011

Event: Horace Mann Companies Annual Conference 2012

Amount: $3, 450.00

Room Nights: 690/Hyatt Regency

Date: January 22-27, 2012

Event: Object Management Group Technical Meeting 2012

Amount: $3,800.00

Room Nights: 761/Hyatt Regency

Date: September 7-15, 2012

Event: West Marine University Bi-Annual Meeting 2012

Amount: $5,700.00

Room Nights: 1387/Hyatt Regency

Date: February 26-March 2, 2012

Event: 39th AEE Annual International Conference

(Association for Experimental Education)

Amount: $5,385.00

Room Nights: 1077/Omni

Date: November 1-7, 2011

Event: Association for Educational Communications & Technology

(AECT)

Amount: $5,000.00

Room Nights: 1547/Hyatt Regency

Date: November 6-13, 2011

Event: Association for Educational Communications & Technology

(AECT)

Amount: $5,000.00

Room Nights: 1547/ Hyatt Regency

Date: November 9-12, 2014

Discussion:

➢ Ms. Kim Ritten requested that the events submitted be encumbered for a total encumbrance out of the CVB Grant Fund FY 2010-2011 in the amount of $38,435.00.

➢ Mr. Pozin wanted to know why the smaller groups coming before TDC did not go to Visit Jacksonville for funding and assistance and be under that umbrella.

➢ Council Member Corrigan suggested a threshold for asking for funding.

➢ Being no further discussion a motion was made and seconded to approve the total encumbrances in the amount of $38,435.00 from the CVB Grant Funding FY 2010-2011 as presented. The funds are to be used to reimburse for marketing, promotions, welcome reception, or meeting room rental.

TDC Action:

A motion was made and seconded to approve the total encumbrances in the amount of $38,435.00 from the CVB Grant Funding FY 2010-2011 as presented. The funds are to be used for marketing, promotions, welcome reception, or meeting room rental. Approved 7-0.

TDC Financial Report : Janice Billy, Assistant Council Auditor

➢ Ms. Billy distributed and reviewed the TDC Financial Report for April 30, 2011.

➢ The amount of bed tax collected in April was $470,416.42.

➢ Comparison of collections for last twelve months to prior twelve months shows there was an increase of 7.05%.

➢ Ms. Billy noted that the budgetary balance available for grants was $63,144.00.00. That will be the amount that the TDC has available to distribute for new grants.

➢ Ms. Billy distributed the Duval County Tourist Development Council FY 2011/2012 Calculation of Contractor’s Base Amount. Visit Jacksonville’s contract base amount for next fiscal year 2011/2012 will be $3,289,980.00 which was up $216,616.00 from 2010/2011 last contract base. Ms. Billy noted for the record the CVB marketing initiative was not included in appropriation for 2011/2012.

Discussion:

➢ Chair Webb wanted to know the status of the budget. Ms. Billy stated the ending uncommitted fund deficit was $253,834.95.

➢ TDC Members asked for the balance of the contingency fund. Ms. Billy stated the contingency account budget balance available was $966,504.35.

Other Business:

President’s Report Daniel O’Byrne, Visit Jacksonville President

➢ Mr. O’Byrne went over the Visit Jacksonville packet which was distributed. Mr. O’Byrne gave the President’s Executive Statistical Summary Report which covered:

o Visit Jacksonville Group Sales Productivity (Fiscal YTD)-6 Months

o Room Nights Booked, Room Night Goal, Performance

o STAR Report Metrics (Jacksonville Lodging Industry)

o Occupancy %, Averaged Daily Rate, Revenue Per Available Room, Number of Rooms Sold, Total Jacksonville Room Revenue, YTD Stats

o Visit Jacksonville Sales Bookings(Definite and Tentative)

o Marketing Initiative Quarterly Report

Visit Jacksonville Contract Jim McCain, Assistant General Counsel

➢ Mr. McCain, Assistant General Counsel, stated that the City Council had approved the legislation (Ordinance 2010-435) to approve a 24- month extension on the current Visit Jacksonville/Jacksonville and the Beaches Visitors and Convention Bureau (CVB) contract. Mr. McCain noted for the record that this would be the 5th and final amendment to contract ending September 30, 2012. Mr. McCain stated for the record that a Request for Proposal (RFP) would have to be issued.

Closing Comments:

Next Quarterly TDC Meeting-Thursday, August 18, 2011.

Adjournment:

There being no further business to discuss the meeting was adjourned at 11:25 a.m.

NOTE: “DRAFT” of Minutes from TDC meeting of May 19, 2011, to be approved at TDC Quarterly Meeting of August 18, 2011.

Minutes: Annette R. Hastings-TDC 05/24/11 “Draft” Copy of Minutes/CityC

CD: 1-LSD

Materials: Submitted to LSD 05/24/11

Approved TDC Minutes February 17, 2011

Meeting Notice TDC May 19, 2011

Agenda

Sign-in Sheet

April TDC Financial Report 2011

Visit Jacksonville April Quarterly TDC Report Packet

Visit Florida PowerPoint Presentation Funding Request/Copy

FFCG Quarterly Report

Resolution 2011-320-E

Applications:

Florida/Georgia Football Game 2011

UNF Writers Conference 2011/CD Presentation

52nd Orders & Medals Society of America 2011

Florida’s First Coast of Golf Tourism Regional Marketing Cooperative FY 2011-2012

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